When attention spans are fleeting and competition for eyeballs is fierce, the want of having captivating content that spreads like wildfire is alluring. What seems like a stroke of luck, is a dream come true! How great it would be to have viral content that brings in new audiences and generates new customer conversion – one certainly can dream!
I am here to break it to you that, thankfully, your content going viral isn’t all about luck – there is a whole science behind it, and with the right application and fine-tuning, your content can go viral in the right circles. Seriously, there are scientific papers and analyses available that confirm this, as in this example from the Wharton School of Business, one more example from Harvard, and one more example from Scientific American, to name a few.
So how do you crack the code to make your content more viral than the last pandemic?
Viral content uses the psychology of likes and shares.
What makes content viral is the unprompted desire of said content’s consumer to engage with the information, especially by sharing it with their network. The more people that share this content, the more eyeballs you get on it, and the faster it spreads finding newer audiences. But what would make your target audience want to engage with and share your content? Research shows that people are a lot more likely to engage with and share content that resonates with them emotionally, makes them feel heard and understood, and gives them a platform to connect with their peers further. Consider how you relate to your audiences at their pain points – specifically the ones your business solves – and lean into that.
Alternatively, people are also a lot more likely to comment on content if they disagree with it and want to give their two cents. Just think of Cunningham’s Law (the guy who developed the first Wiki Site): “The best way to get a right answer on the internet is to post a wrong answer.” So do not be afraid of being controversial, if that is authentically what you think. Controversial opinions tend to get more engagement because this type of content sparks debate, and who doesn't get sucked into an internet argument occasionally?
Viral content leans into positive clickbait for headlines and thumbnails.
Your headline (and thumbnail) is the wrapper that your content comes in, and it is the very first avenue of potential engagement between your target audiences and your content. Capitalize on an opportunity to reel your audiences in as soon as they come across what you have to offer. Clickbait titles have gotten a bad reputation because of how effective they are, to the point that it almost feels dirty to use them. Some content creators do exaggerate their headlines for more clicks, but the reality is that, when done right, your audiences will be reeled in without feeling like they were lied to. Your headline should have a balance of the right keywords, leaning into timely trends and peppering in just a little controversy. It should be a tease that is hard to pass up. Your thumbnail should follow suit by managing reader expectations with something contextually interesting, on-topic, and attention-grabbing. But be careful not to overwhelm the viewers. Be cognizant that each content platform has its own etiquette and preferences of what is acceptable. Something that may be anticipated on YouTube, (known for its absurd and bombastic video covers) will not have the same effect on LinkedIn, which is more conservative. Take a gander at what viral content within your industry and the preferred platform looks like and blend those tactics into your special sauce.
Viral content is strategic with its format.
It is not a secret that certain content formats are a lot more likely to go viral than others. That is, shorter, more digestible bits have a wider cast for social engagement than long-form pieces. This is because shorter stuff is inherently more sharable and scalable, and that has to do with how fast your audiences can digest the information that your content provides. For example, an infographic and a blog post may communicate the same information, but the former delivers it in a format that is quicker to digest and extrapolate from, thus is a lot more likely to be shared, saved for later, and truncated within your target audience communities for further discussion. When planning for a viral piece of content, shorter is better, and less is more. Otherwise, adjust your expectations for how you gage something as viral because it will be different for longer, more substantive content
Viral content does not speak at you, it speaks with you.
Businesses often craft their content to communicate the value they provide. That’s a great start but is missing a critical component for a successful viral campaign: a two-way conversation. Communicating the value, you as a business provide, is a way of speaking "at" your audiences trying to convince them that you’re a great business and they should know that. People do not care for that. The disconnect happens because businesses forget that people do not want to follow brand and business accounts – they provide few (if any) interesting engagement opportunities. Break the cycle and open more possibilities for your business content to go viral by shifting the kind of value your content provides to your community. Have interesting conversations about industry problems, trends, controversies, and whatever else comes up. Shift away from tooting your own horn and instead open the door for authentic audience engagement, which is what makes things go viral. Look at the bigger picture within your community and be the conversation leader.
Some of the best content creators generate their content from audience submissions and feedback. This helps to continue and build upon the engaged conversations they already have and harnesses existing attention to pull more people in. A fantastic way to start employing this tactic for your business success is by stitching videos or making commentary pieces that are part of bigger conversations.
Viral content creators understand the algorithm dynamics for their preferred platforms and use it to their advantage.
It is easier to swim with the current than against it. Publishing your content on the web is a swimming exercise for your content – it can float and linger, take off with the current, or sink to the bottom. Online algorithms are powerful currents that can help or hurt your content. For example, publishing an article without proper SEO optimization diminishes the likelihood that someone will discover it. Posting on social media at the wrong time, not using the power of keywords, ignoring hashtags and other algorithm-preferred strategies decrease your content’s viability. Whichever distribution platform you choose for your business to publish content, make sure to learn the algorithm currents and use them to your advantage for maximum reach.
In parting words: Virality is a subjective metric, but there are things you can do to increase the likelihood of it happening for your content. Moreover, beyond surface-level metrics like likes and shares, focus on tracking deeper engagement metrics such as reach and conversion rates to gauge the true impact of your content. Embrace social listening and experiment with different elements to optimize virality. Creating viral content isn't just a matter of luck; it's a strategic blend of science, creativity, and execution. By understanding the underlying principles of virality and implementing smart tactics tailored to your audience and business, you can crack the code and create content that captivates audiences across the digital landscape.
Stay informed, stay creative, and watch your content soar to new heights of success!
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